Tradition meets innovation in book retailing: How Hugendubel inspires customers

Tradition meets forward-looking customer experiences: In her CCW guest article , Nina Hugendubel, Managing Partner at H. Hugendubel GmbH & Co KG, describes how bookstores today can be much more than just a place to sell books. She shows how closeness to people, a passion for books and innovative thinking together ensure that Hugendubel shops become "happy places" as soon as you enter - places of inspiration, exchange and enthusiasm.

When you walk into a Hugendubel shop today, you immediately realise that our shops are places where stories come to life, ideas grow and people are inspired - a "happy place" where our customers not only shop, but also discover, linger and feel good.

This special atmosphere is no coincidence. It stems from a long history, characterised by closeness to people, a deep understanding of book culture and a willingness to constantly rethink familiar paths. For more than 130 years, Hugendubel has proven that tradition can be far more than a nostalgic foundation. It serves as a reliable anchor, while at the same time bold ideas and innovative developments continuously carry the experience forward. This interplay forms a brand that remains true to itself - and yet is always on the move.

Since its foundation in 1893, the company has stood for values that are at the heart of the book trade: Reliability, expertise and advice based on the competence of our booksellers. These qualities create orientation and trust, especially in an age in which offers have become limitless and decisions diverse. However, tradition alone cannot keep pace with the changes in reading habits, media use and social expectations. The challenge for us is therefore to create places that inspire people today just as much as they did decades ago, requiring openness and creativity.

The shops reflect our approach, which protects the tried and tested while creating space for new ideas. It is the emotional connection that makes Hugendubel special. Our customers feel: I am welcome, I am understood, I find inspiration. Whether young or old, experienced readers or occasional shoppers - every visit conveys the feeling of being in good hands.

A key prerequisite for this is a consistent focus on the people themselves. Hugendubel sees customers as individuals with different interests, needs and expectations. This results in customised offers, personal advice and inspiring experiences. This ranges from simple recommendations to formats that are playful and interactive without ever being intrusive. In this way, bookshops become places that appeal not only to the mind but also to the heart.

Our innovations are therefore less about loud effects and more about cleverly thought-out details. In digital tools or modern processes, and in the way our shops are designed. The atmosphere is open, bright and friendly. There are places to linger, moments of surprise, little discoveries around every corner. We are all about reading, with all its emotions and facets.

We also see ourselves as a hub for a community. People come together with us, share interests and exchange ideas. Digital channels complement this by facilitating networking, interaction and dialogue and strengthening the emotional connection to the brand.

In recent years, we have shown that tradition and innovation are not opposites, but can inspire each other. The combination of personalised, expert advice and modern digital services creates an experience that goes beyond simply shopping. Every visit to our store can become a little journey: An immersion in stories, a moment of discovery.

The path to this point was not a foregone conclusion. It takes courage to leave familiar paths, develop creative formats and take people's expectations seriously. We also remain true to ourselves as a family-run company: a love of books, a passion for stories and the pursuit of excellent service form our foundation.

In the future, too, we want to show that books and reading make people happy. That's why we remain open to new ideas, digital developments and creative formats - always with the aim of offering a place that brings people together, excites and inspires them. A "happy place".